Navigating responsible consumption : unveiling consumer perceptions and the role of bio-based products in sustainable decision-making

The modern consumer society is criticised for its harmful impact on individual well-being and the environment, prompting a call for a transition to responsible consumption. This article explores emerging trends in consumer behaviour towards responsible consumption. Drawing from existing literature and empirical findings, it examines the multifaceted dimensions of responsible consumption, encompassing environmental, ethical, and social considerations. Conscious consumers prioritise basic needs over excessive consumption, opting for high-quality, reliable, and environmentally friendly products, especially those derived from biomaterials called bio-based products. Furthermore, responsible consumers recognise the social and environmental consequences of their consumption behaviour, advocating for sustainable practices and supporting initiatives for societal improvement. The article discusses conscious consumption aiming to mitigate consumerism's environmental impact, focusing on bio-based products. Insights from focus group discussions conducted in Poland, Finland, the Netherlands, and Spain, as part of the 3-CO project, shed light on consumer perceptions and concerns regarding bio-based products, providing valuable input for decision-makers, businesses, and environmental organisations seeking to promote responsible consumer behaviour and support the transition towards more sustainable consumption patterns.